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There are loads of different methods people use to get started on and flesh out a design. These range from a systematic information architecture approach, to painting in water colours and everything in between. I thought I’d put down some of the techniques I use and hopefully open up a dialogue.

Thinking

First up, I read the content, there is no better source of direction, than the the actual content. (if it’s been written). Sounds obvious but at times it can feel like there is no time for reading. The content is going to answer so many questions, you’d be mad not to. Who is the audience? What is the marketing objective? etc. All this and more is easilly gained from a quick read.

This info generally leads to other questions, What’s the audience reading, watching, what websites are they visiting? I generally do a bit of research into the industry sector, look at related websites to see what they’re doing and how it’s working for them. What if any is the BIG Idea?

Existing Brand and it’s guidelines

The Clients existing Colour Palettes, Logos, Exclusion Areas, Type faces & tone need to be taken into account before anything starts. There’s no point heading in one direction if it’s not compatible with your client’s brand.

The Ideas file

Colour and Typographic combinations

I generally dump all this research and brand info into a rough as guts Photoshop file so I can very quickly have an idea of what needs including, which elements can be expanded on and the various directions I can move in.

At the same time I’m also collecting thoughts on colour, imagery, styles and typography in the same Photoshop file. Working out a number of possible directions with no real concern about the form. This is all feeling and finishes, warm versus cool, Type combinations and photographic styles? And how does all of this gel with the content and existing brand. I find this a really helpful part of the design process as it’s where numerous emotional relationships can be formed and worked up very quickly with out being locked into a specific design.

Sketches

Now that I have some idea of feeling I start back with the usual thumbnail sketches and build on layouts gradually getting larger and more detailed over the course of about 5 or 6 pages until I get to a point where I’m ready to start blocking the page out properly to a grid.

Illustrator Layouts

Trusty Grey box layout

After I have a bunch of Ideas sorted out, I generally move into illustrator. I find this a really simple way to box everything out quickly and start working to some more rigid proportions. It’s also a great way of weighting content and ensuring I’ve remembered everything before getting too involved in the application of the mood / imagery / ideas that I was thinking about earlier.

Back into Photoshop

Back over to Photoshop to combine the mood and layout, set the type and polish everything up. Think about styles for all the common elements, lists, links, forms, tables, headings 1 though 6 and the like.

Things move back and forward between the sketchpad, the ideas file, Illustrator files and final artwork throughout the course of the project until I’ve arrived at a solution I’m happy with and talk through with the client.

Finally, I clean up my working files so that anyone (within reason) should be able to pick them up and start working with them but that’s a whole other story…

What about you?

Tags: Design

This entry was posted on Tuesday, June 21st, 2005 at 7:00 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.